“The cold sounds very severe and very merciless, but it is very righteous as well," Hof tells me. Its creator is a Dutch 60-year-old extreme athlete known as the "Iceman." His method is a combination of breathing, meditation, and cold exposure, and it will make you "happy, strong, and healthy." Or at least, that's the promise. This is the world of Wim Hof, a trendy movement that prompts people around the world to take an ice bath or cold plunge in the dead of winter. It's the last place I thought I’d be on Super Bowl Sunday. The air's a brisk 36 degrees, and there's a light drizzle, yet we’re stripped down to swimsuits, chatting nervously. The sidewalk is filled with ski bros, firefighters, Goop enthusiasts, and people who told me they were there to relieve their chronic pain.
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